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PR Summit January, 2013
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PR Summit January, 2013

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Presentation to PR Summit. Case study on how Kaiser Permanente elevates the voices of patients and physicians to tell our care delivery story.

Presentation to PR Summit. Case study on how Kaiser Permanente elevates the voices of patients and physicians to tell our care delivery story.

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  • FARRA
  • SHERYL
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  • An example of the importance of combining our existing “old school” communications channels (eNewsletter) with social media tools to create surround sound … and, most importantly, results

PR Summit January, 2013 PR Summit January, 2013 Presentation Transcript

  • Elevating the Voice of Patients and PhysiciansHolly Potter (@htpotter)Vice President, Brand Communication
  • About Kaiser PermanenteIntegrated care delivery•16,658 physicians•172,997 employees•37 hospitals and 611 medical officesNation’s largest nonprofit health plan•Serving 9 states and the District of Columbia•9 million members•$49 billion revenueImproving health•$1.8 billion in community benefit•900 peer-reviewed studies per year
  • Care Stories (kp.org/carestories) Strategy:Demonstrate thevalue of KP carethrough the voice ofthe member First-person storiesfrom patients,physicians and staff Updated monthly
  • Care Stories: Get To Know Us
  • Integrated CommunicationsCareStoryMarketingAdvertisingPresentationsWaitingRoom VideoMediaOutreachSpeakingEngagementsMeetingsEmployeeNewsletterSocial Media
  • Employee Communications
  • Facebook Engagement
  • Media Coverage
  • Member Newsletter Drives Engagement50+ requests for colon cancerscreening kits4,500 views in four days15,000 blog views267,000 “opens” of emailed article
  • From Care Story to National Ad (kp.org/mary)
  • Extending Engagement through TweetChats
  • Building Partnerships and Relationships
  • Coming in 2013: Total Health Radio Weekly 30-minute podcaston topics of interest tofemale health seekers Hosted by Dr. JoyceGottesfeld, OB/GYN Shows will includeinterviews from careproviders from across theprogram and memberswhen appropriate Launching: April 2013
  • For More InformationHolly PotterVice President, Brand CommunicationKaiser Permanentekp.org/newscenterHolly.Potter@kp.org510-435-2129@htpotter14 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.June 13, 2013